Advertising during the World Cup: The benefits of emotion

Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.
  • A study asked 30 England fans to watch four ads before the World Cup started, and then again after England had defeated Colombia to go through to the Quarter Final; researchers used Electroencephalography (EEG) to monitor electrical activity in the brain, and Eye Tracking to see what people noticed within the ad.
  • It found that in the second wave, emotional engagement had significantly risen for two of the ads: Lidl, the supermarket, which featured England players, references to the iconic “three lions” and the World Cup, and HSBC, the bank, which centred around national pride.
  • As emotions run...

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